Swiss implant maker Straumann said it will cut the price of its standard titanium implants by approximately 15% next year in Germany, Austria, and Switzerland.
Consumer confidence has dropped in Europe and patients are cutting back on nonessential dental treatments, affecting implant makers such as Straumann, Reuters reported.
The company said its price gap with less-expensive rivals must be reduced. It is also considering adjusting prices in other parts of Europe, according to Reuters.
Straumann wants to become a global leader in the market's value segment, and it plans to offer its new Roxolid implants at the same prices as models it is phasing out to create better value, the article noted.
In October, the company raised its sales forecast for the year; it expects a better performance in North America and Japan to offset weak sales in Europe.
